Legacy Motor Club, co-owned by seven-time NASCAR Cup Series champion Jimmie Johnson, has solidified a transformative multi-year sponsorship deal with Dollar Tree, valued at $23 billion, extending through 2028. This partnership marks a significant milestone for the team, providing essential financial support and marketing strength to compete at the highest level of NASCAR.
The sponsorship will feature Dollar Tree as the primary backer of Legacy Motor Club’s No. 42 Toyota driven by John Hunter Nemechek, No. 43 Toyota piloted by Erik Jones, and on Jimmie Johnson’s part-time No. 84 entry. With this deal, Dollar Tree reinforces its presence among millions of NASCAR fans while supporting the continued growth and competitiveness of Legacy Motor Club.
From Richard Petty Motorsports to Legacy Motor Club: A Team’s Evolution
Legacy Motor Club’s foundation stems from a deep NASCAR legacy dating back to Richard Petty Motorsports. The team underwent a crucial transition in 2021 when Maury Gallagher, owner of GMS Racing, acquired a majority stake and merged the two organizations. This fusion united Petty’s iconic No. 43 car with GMS Racing’s championship credentials, ushering in a new era for the team.
The arrival of Jimmie Johnson as co-owner in late 2022 further redefined the organization, prompting a rebranding to Legacy Motor Club in 2023. This change reflects both respect for the team’s rich heritage and an ambitious vision for its future within NASCAR.
Over the years, sponsorship has played a vital role in the team’s operation. Richard Petty’s associations with STP are legendary, and more recent partnerships with brands like FOCUSfactor and Club Wyndham have supported Legacy Motor Club’s competitive efforts. The Dollar Tree deal now stands as the most significant sponsorship signing in the team’s contemporary history.
Dollar Tree’s Strategic Commitment to NASCAR
Rick McNeely, Chief Merchandising Officer of Dollar Tree, expressed enthusiasm about the renewed relationship.
“We’re excited to extend our partnership with Legacy Motor Club through 2028,”
he stated.
“This continued collaboration puts our brand in front of millions of loyal NASCAR fans and allows us to drive deeper engagement with customers in a bold, high-energy environment.”
Beyond the visual branding on the race cars, the agreement includes community outreach efforts, fan engagement programs, and a dedication to nurturing Legacy Motor Club’s long-term development. This broad scope underlines Dollar Tree’s commitment to NASCAR and its recognition of the sport’s passionate audience.
Impact of the Sponsorship on Legacy Motor Club’s Future Plans
This multi-year deal offers Legacy Motor Club critical financial stability, empowering the team as it aims to expand and enhance its competitive edge in the coming years. With the NASCAR Cup Series growing ever more demanding, sustained backing from a major sponsor like Dollar Tree provides valuable resources for investment in technology, talent, and race-day strategy.
The sponsorship also acts as a compelling endorsement of the leadership team comprising Jimmie Johnson, Maury Gallagher, and Richard Petty. In an era where long-term partnerships are increasingly rare, this deal sends a clear signal about Legacy Motor Club’s aspirations and the confidence vested in their direction.
Preparing for a Pivotal Race at Sonoma Raceway
Legacy Motor Club is set to compete in the 2025 Toyota Save Mart 350 at Sonoma Raceway, a challenging 1.99-mile road course in California known for its distinctive elevation shifts and technical complexity. The race represents a crucial moment for the team as it works to gain momentum during the final stretch of the regular season.
John Hunter Nemechek enters Sonoma in 20th place, 68 points from the playoff cutoff, while Erik Jones sits 17th, trailing by 50 points. With only seven races left before the postseason, both drivers are focused on maximizing their performance to secure playoff berths.
The team has been intensely preparing for Sonoma, emphasizing qualifying speed and flawless pit stops, skills essential on a track where overtaking is notoriously difficult. Legacy Motor Club’s technical alliance with Toyota and the sustained support from Dollar Tree provide the resources necessary to contend with NASCAR’s elite on this demanding circuit.
Legacy Motor Club anticipates a competitive tussle between teammates Nemechek and Jones, adding an extra layer of excitement to the race weekend. The results here will be pivotal in setting the tone for the critical summer races ahead.
The Broader Significance of the Dollar Tree Partnership in NASCAR
In the evolving business ecosystem of NASCAR, securing long-term sponsorships is becoming increasingly challenging, with many teams vying for financial security amid shifting market dynamics. The partnership between Legacy Motor Club and Dollar Tree stands out as a beacon of hope and ambition, illustrating how strong corporate support can fuel competitive success and innovation on the track.
Historically, sponsorships have been synonymous with team identity in NASCAR, with iconic deals such as Dale Earnhardt’s Goodwrench Chevrolet and Jeff Gordon’s rainbow DuPont paint scheme defining eras. The Dollar Tree deal carries that legacy forward, signaling a potential turning point for Legacy Motor Club as it seeks to reclaim and build upon past glories.
Looking ahead, this sponsorship is likely to have a lasting impact on the team’s performance, financial health, and fan engagement. It also highlights the strategic role sponsors play beyond the branding alone by enabling community connections and sustained investment in the sport.
Our Reader’s Queries
Q. Is Jimmie Johnson retired?
A. After he stopped racing full-time in NASCAR after the 2020 season, Johnson participated in the NTT IndyCar Series. In 2021, he drove the No. 48 Honda part-time, then switched to full-time in 2022 with Chip Ganassi Racing. He also raced in the IMSA WeatherTech SportsCar Championship, driving car No. 48.
Q. Has Jimmie Johnson retired?
A. Johnson stopped racing full-time in NASCAR when 2020 ended. Since then, he has achieved many things over the past five years.